Electric Ireland for Darkness Into Light

Electric Ireland strategically leveraged its longstanding sponsorship of Pieta’s Darkness Into Light to tackle a critical business challenge: retaining customers and enhancing brand perception in a competitive energy market, where supplier switching was rife. With a new competitor aggressively entering the market, Electric Ireland chose to cut through with its core values and community support, rather than engaging in a price war.

The campaign aimed to; encourage fundraising for Pieta, strengthen Electric Ireland’s brand equity, and increase brand attribution to Darkness Into Light. Ambitious SMART targets were set; boosting positive brand perception to >50%, increasing the likelihood of brand consideration to 35%, and achieving 60% prompted awareness of the sponsorship.

A comprehensive, integrated, inter-agency campaign was executed across multiple channels, including a heavy-weight TV and VOD campaign, extensive radio coverage, strategic OOH advertising, and a robust digital presence. By partnering with top media outlets, utilising influencers and brand ambassadors to amplify the campaign message and dedicating a portion of budget to Irish language media to ensure compliance with the Official Languages Act, significant levels of reach were achieved.

The campaign connected deeply with communities, highlighting Electric Ireland’s commitment to social responsibility, and helping the brand cut through with their message. By focusing on the emotive and impactful Darkness Into Light sponsorship, Electric Ireland reinforced their brand’s image as caring and trustworthy. This approach not only helped to retain customers but also fostered a stronger, more positive relationship with their audience, driving brand loyalty and differentiation in a crowded market.